Tactical UK mailer to drive use of Prevenar 13 in adult population.

Strategy: build on the heritage and widespread use of Prevenar 13 in paediatric population.

Execution: challenge recipient to see the other angle to Prevenar 13 and pneumococcal disease protection.

We wanted to make the premise of the mailer as visual as possible so used a concertina fold format to create a visual 'trick' - from one angle you see an infant; from the other angle, an older adult patient - conveying the creative platform in a simple but highly visually interactive way. The infant represented familiarity and acceptance - the adult, the other angle for consideration.

The mailer is being sent out to UK HCPs THIS week (23 March).

As with all the mailers we have developed for Pfizer, the client has not opted for a response element - this is about blanket mailing and driving awareness of a simple message.